摘要
在我国,个人微博事实上已经成为商业广告重要发布平台,在促进社会经济发展的同时,个人微博广告也存在欺诈、不正当竞争以及擅自发布须经审批的商业广告等诸多失序问题,其肇因在于立法滞后导致的法律规制失能。为使个人微博广告步入有序的轨道,必须更新相关法律规制模式,从传统的广告主体资格管制加广告行为控制模式转变为微博备案加广告行为控制模式。同时,优化执法资源配置,重整相关法律责任。
Personal microblog （also called＆quot;weibo＆quot;）has become an important commercial advertisement publish-ing platform in China.Though it promotes the social economic development,personal microblog advertising is also full of disorder problems such as fraud,unfair competition,and arbitrary commercial advertisement without exami-nation authorization and approval by relative law.The main reason of these problems lies in the invalidation of the legal regulation caused by the lagging legislation.In order to guide personal microblog advertising into the orderly management and control,we must update the legal regulation mode of the personal microblog advertising,change the traditional advertising subject qualification control and advertising behavioral control mode,and replace it with the microblog record and advertising behavioral control mode.At the same time,we also must optimize the alloca-tion of law enforcement resources,and reform the related legal responsibility.
出处
《湖南工业大学学报（社会科学版）》
2015年第5期49-54,共6页
Journal of Hunan University of Technology(Social Science Edition)
关键词
个人微博广告
法律规制
微博备案
广告行为控制
执法资源配置
personal microblog advertising
legal regulation
microblog record
advertising behavioral control
al-location of law enforcement resources
